We’re back with the third edition of The Evolution of Public Relations: Case Studies from Countries in Transition. It has been our privilege to again serve as editors of this online book, published by the Institute for Public Relations and funded by Philips and Schering-Plough.
More than 18 authors from 13 countries produced 16 cases and briefs for the book. The underlying premise is that students, professors and working professionals around the world can learn from case studies developed in a wide variety of cultural settings – not just westernized markets.
One thing really struck us this time around: The practice of public relations in these countries in transition has gained maturity from edition to edition of the casebook. Understandably, the practice of public relations revolves around media relations and other technical functions in its early stages of development. But we’re seeing a growing understanding of governments, companies and NGOs that public relations is truly a strategic function. That’s a very good sign for the development of public relations as a global profession.
We believe this also speaks to the global maturation of public relations as an academic discipline. All of the new cases were submitted by academics teaching or preparing to teach public relations in their countries. This will likely mean that, while there will continue to be differences in tactics because of cultural variations, strategy will essentially evolve from shared paradigms.
Public relations seems to truly be developing as a transnational profession well prepared to serve an increasing number of transnational clients. We encourage you to read some cases, give us your comments below, and most of all put the material to good use.
Judy VanSlyke Turk
Director, School of Mass Communications, Virginia Commonwealth University
Linda H. Scanlan
Retired Chair, Journalism Department, Norfolk State University
And, thanks, too, to our contributors who sent us the cases. With each edition, the these shared experiences seem to reach more readers and with increasing value.
I wish I had the gold that Don Bates says this collection of case studies is worth!
Seriously, I’m glad some out there are finding the collection of international case studies valuable. The Institute has been very generous in providing the means—its Website—for making these international case studies available globally FREE of charge! Thanks to the Institute!
The Turk/Scanlan book alone is worth its weight in gold but it’s available to one and all FREE OF CHARGE! You can bet I’ll spread the word. I’m consulting with the GSPM’s Latin American Program, which takes me and other instructors to Latin America, Spain and soon Russia (in our case to talk about PR and politics). It’s more than clear from my travels and presentations that the profession needs all it can get in the way of history and case studies that help us understand how the practice is preached and practiced in other countries even as those countries want to know even more about how we preach and practice it right here in the good ole U.S.A. I’m thrilled that the Institute is not only leading the charge for research and education in the U.S. but is starting to do the same internationally with the help of our colleagues, practitioners and academicians worldwide.
Thank you for providing us with such great insights to help us learn more and prepare further for dealing with global audiences. I have found a couple of case studies in this edition that I wish I would have had access to a few years back when I was working in financial communications in different (and sometimes emerging) financial markets. There’s no doubt in my mind that practitioners as well as scholars will find this book useful and insightful.